JOO 1952 Advertisement — Joo lighting for cycles: a headlamp, a rear lamp and a bottle dynamo

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ECLAIRAGES JOO POUR CYCLES

[An advertisement in black and white with no address, built as a wide block with a solid black lower field. Across the head “ECLAIRAGES” at the left and “POUR CYCLES” at the right are set in tall narrow capitals on the pale ground, on either side of a shield. The shield is outlined in white and filled black, and shows the name “JOO” in heavy rounded white letters under a radiating star from which thin zigzag lightning strokes and straight rays spread. Three lighting parts are drawn in white line on the black field, in a stylized outline manner with a few solid dark bands for shading: at the lower left a large bullet-shaped headlamp with a round glass front and a small bracket beneath; at the center a smaller rear lamp with a perforated round lens at its tail; and at the right an upright bottle-shaped dynamo with a knurled foot and a clamp bracket at its side. No artist signature is visible. The right-hand letter S of “CYCLES” runs close to the edge of the cut.]

[This advertisement shares page 82 of L’Officiel du cycle with advertisements for Robert Ferrand, Y. Cukier, Castima S.A.R.L., R. Desreumaux, Chromage Bessières, F. Usaï and Rod 88.]